O2 Announces Exclusive Priority Partnership for Beyoncé's UK leg of the Mrs. Carter Show World Tour

O2 today announces that customers will get 48 hours of exclusive access to tickets to all of global superstar Beyoncé’s UK tour dates, including her four nights at The O2, as part of O2’s biggest ever Priority campaign.

The campaign, to herald The Mrs. Carter Show World Tour, Beyoncé’s first tour in the UK since 2009, sees the multi-platinum artist appear in a major through the line campaign to promote the tour. The Priority campaign includes a new TV advertisement, launching on 4th February. Directed by Grammy award winning director Jonas Akerlund, the spectacular ad features exclusive new official footage of Beyoncé. The ad also includes highly anticipated new music from the star.

Created by O2 with Beyoncé and Jonas Akerlund, the advertisement invites viewers into a visual extravaganza that fuses the I AM…SASHA FIERCE megastar’s unique combination of attitude and glamour to create a truly stunning film. Set against a lavish backdrop, the advertisement portrays Beyoncé and her touring crew, including dancers, Les Twins, as they’ve never been seen before. Combing majestic glamour with a playful, contemporary edge, the ad also embraces Beyoncé’s status as a style icon.

Director Jonas Akerlund said, “I feel proud to have been a part of this fantastic campaign and will remember it as something unique and fun”.

“Beyoncé is, quite simply, one of the world’s biggest superstars,” said Sally Cowdry, Marketing and Consumer Director at O2. “We know everyone will love seeing her and we’re proud to be able to offer our customers access to tickets 48 hours before general sale.”

The ad will be available in a 40 second, 60 second and an extended 2-minute version. An exclusive behind the scenes video will also be available, as well as both versions of the advert, on O2’s YouTube channel at http://www.youtube.com/o2ukofficial from 4th February. A special: 30second “artist’s cut” will be available on TV globally to support international stops on The Mrs. Carter Show World Tour from February 11.

The Priority campaign will also include dedicated social media support through both Beyoncé’s and O2 channels.

Beyoncé’s UK leg of her World Tour begins on April 26th in Birmingham before hitting The O2 for four nights followed by one night in Manchester on May 7th and for two nights, May 11th and 12th in Dublin, Ireland. The Mrs. Carter Show World Tour is slated to run for almost one year, with the second wave of the tour hitting the US this summer, as well as Latin America, Australia and Asia in the second half of 2013.

O2 customers can get tickets 48 hours before general release from 9.30am Thursday 21st February by texting Beyonce to 2020 or visiting o2priority.co.uk/beyonce. Tickets go on sale to the general public from 9.30am on Saturday 23rd February.